Our clients are awesome, and they build amazing things on the Salesforce platform. Fair warning: we reserve the right to brag on them from time to time.
One of the clients we are most proud to have worked with is INAP, a national internet infrastructure provider who generated triple-digit improvements to its marketing program using the Salesforce platform. They embarked on this project looking to streamline processes and workflow to ensure that they were getting the greatest possible return on their Salesforce investment.
Like many marketing departments, the team at INAP was managing lots of data from multiple systems - their email platform, Salesforce, their website CMS, Google Analytics, social media profiles, video hosting, and more. A situation like this makes closed loop ROI reporting a challenge, to say the least, and it slows down the process of generating hot leads and handing off to sales.
Sound familiar? Read on to learn what they did to solve this problem and the results they've seen.
•INAP was reorganizing its sales team and needed the system to support its new organizational structure
•Like many customers, INAP had a legacy system that included outdated content assets, duplicated material, and unnecessarily complex processes
•INAP was looking to optimize their Salesforce integration, including determining which way data should flow, managing an opt-in process, and protecting data from being overwritten
•Campaign ROI reporting was difficult due to inconsistent Lead Source & Campaign Influence Tracking
•Legacy processes and system changes had not been documented well, causing challenges and confusion
•Configero worked with INAP to audit and document current state sales and marketing processes
•Implemented Pardot and completed set-up and integration with Salesforce
•Developed and documented process for capturing Lead Source and maintaining data integrity
•Enabled Campaign Influence reporting to facilitate multi-touch attribution
•Built process to facilitate lead assignment (based on new sales team structure) and ensure all form fills are followed up on
•Added prospect activity notifications to alert sales of form submissions
•Prepared Process Summary to document changes & decisions made
•Streamlined email and layout templates, reducing the number of versions by 70%
•Since implementing the new Pardot platform, INAP has seen a 118% YOY average increase in form fills
•INAP now has a technology & process roadmap in place outlining priorities for the next 5 quarters
•Campaign influence & lead source are consistently tracked & synced between Pardot & Salesforce
•New dashboards & reports have improved team’s ability to demonstrate ROI of marketing efforts
•Clear process documentation and train-the-trainer sessions have empowered INAP to manage future changes leveraging internal resources
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